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Using push notifications for the retention of mobile applications

For mobile marketers, the stakes have never been higher. Applications continue to lose more and more users. How is it going?

And more importantly, how can we stop it?

Admit it, not all apps can be Snapchat or Instagram, and even the biggest iPhone or Android device is not big enough to host even a fraction of the millions of apps that exist in major stores d & # 39; applications.

In the end, users choose and keep only the applications that are most important and useful to them.

Something that is not often taken into account is how inconsistent users are. In fact, 21% of users will only use the application once, and 71% of them will disengage within 90 days.

So, how do you exactly guard users who abandon your mobile application? One way that could be overlooked is by using push notifications.

Push Notifications

Push notifications are the bread and butter of many mobile application marketing strategies, and they can be incredibly effective if used properly.

The good news for marketers is that people have become more receptive to the generalization of messages. A recent survey by Localytics revealed that 52% of respondents said that push notifications are better today than they were a few years ago.

I would like to see this number increase, and there are ways to get there. Let's look at several ways to do it.

Pushing the volume

Keep in mind the volume of push messages you send. It's very easy to go overboard with the push and end up boring (or bombarding) your users with irrelevant and unnecessary messages – or just too much.

You have to be particularly careful not to cross the line with behavior-oriented push notifications, because the privacy of personal data is the main concern nowadays. The data tells us that sending a push message a week for behavior-based campaigns is more effective.

This type of push notification is perfectly logical for some players. If, for example, you are a streaming application like NBC or Netflix and want to be able to reach a user who has watched the first three episodes of a show but has not watched the fourth, it's a great way to get them back in the app.

We found that 90% of people agree to receive a push notification a week, which makes the experiment relatively safe. But send it over, and you risk pushing your users too far and inciting them to decline notifications.

Push Preferences

We learned that it is important to offer the user more preferences from the start, rather than sending out notifications based on the location and the behavior and assuming that everything is OK

Better to ask them in advance what kind of notifications they would like to receive. By providing options for specific types of notifications, you create a more receptive audience.

Consider including an option for content notifications. Push is a great tool to present new content, like the preview of the Game of Thrones season, which offers this little black dress in the size of your user or to update timely information such as the latest news .

Following the indicated preferences, users indicated that tracking the location was the most useful trigger for push notifications. So, if you are a business with physical locations, geofencing is worth trying. Mobile is inherently based on geolocation, and geofences give marketers the ability to connect with people the way they want, whenever they want, depending on where they are.


At the end of the day, all merchants must make it their priority to improve retention and reduce churn. The adoption of some of these push notification tips will help you keep your users on the long run. After all, people just want to know that you are paying attention to them and that you are responding to their needs.

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.

About the author

As Director of Marketing Communications at Localytics, Kristin focuses on public relations, analyst relations, thought leadership, event sponsorship / speaker bureau and social media strategies for public relations. ;business. She brings 15 years of experience in global campaigns and programs of public relations, marketing communications and content marketing for a range of B2B technology companies, including start-ups up to large public companies. .

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